TL;DR

Add an internal link when it helps the reader answer the next question or take the next step. Use descriptive text and verify the destination. More links do not help if they send people to the wrong service or office.

Identify the next question

Read the page's conclusion and ask what the reader is now ready to do. An article explaining a business-information audit may lead to a location-page checklist. A service page may lead to a particular office or an appointment route. A general article should not jump straight to a booking form when the reader still needs context.

Write a small map with current page, next question, destination and reason. If the reason is only “SEO,” revisit whether the link serves the reader.

Google recommends crawlable links with descriptive anchor text. The editorial task is to choose a meaningful relationship; the implementer's task is to preserve that relationship in a working link. Google's link guidance.

Preserve service and location context

For a service offered at a particular office, check whether its appointment link preserves that office. A generic scheduler that silently defaults to another location fails the intended journey even if the link loads.

A useful destination either preserves the correct context or makes the required choice clear. Test the actual result instead of approving the URL from its appearance alone.

Use labels that set the right expectation. “View this office” should lead to the office the surrounding page identifies. “Request an appointment” should not imply a confirmed booking if the destination only receives an inquiry.

Choose placement where the connection matters

Place a link near the sentence that makes it relevant. A related-reading block can offer useful follow-up, but it should not be the only path to a fact needed to understand the main recommendation.

Avoid placing several nearly identical links in one paragraph. Also avoid turning every keyword into a link. Readers should be able to distinguish the primary next step from optional background material.

For a long page, review whether its heading structure and navigation make the connected sections findable. A link to a useful page does less good when the answer is buried under unrelated copy.

Maintain a destination record

When a page moves, is consolidated or changes purpose, review its incoming links. A redirect may preserve access, but the old link label can still misdescribe the new page.

Keep planned links out of the public draft until their destination exists and is approved. In an editorial package, label those links with draft IDs so the implementer can resolve them deliberately.

Run a simple acceptance test

Read only the link text, then open the destination. Does it match the expectation? Can a visitor complete the next decision without losing the office or service context? Is the page still current?

If any answer is no, correct the relationship before adding more links around it. Use the crawlability check when the destination is useful but its technical discovery or access needs investigation.

Frequently asked questions

Should every article link to a service page?

Only when that service is a meaningful next step. Owner education may be better connected to another decision guide or an appropriate consultation page.

Can we link to a draft that is not published yet?

Record the planned relationship internally. Add the public link only after its destination is approved and available.